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Mazda on sales upswing in Europe but won't build there

Auto sales in Europe have been a tricky proposition for some years, but Mazda has seen some success on the backs of the CX-5 and new Mazda6. According to a report form Automotive News Europe, though, that doesn't mean we should be looking for the Japanese manufacturer to set up production operations there.
Mazda's European CEO, Jeff Guyton, explained to AN that "Our intention is to have manufacturing scale. That gives you scale economy and quality through repeatability." In other words, a big honking plant in one part of the world is preferable to a half dozen small factories building the same vehicles.
European sales for Mazda are up 5.4 percent in the first half of 2013, with 74,000 units sold. That kicked the Zoom-Zoom brand's market share up from one to 1.2 percent. Small gains, but gains nonetheless. According to Guyton, Mazda would need to sell 200,000 units of just one model in Europe for local production to make sense. Mazda's best European year saw 320,000 units sold across the entire range.

Half of Chinese car buyers won't shop Japanese over hard feelings

The hard feelings between China and Japan is no real secret. Besides modern-day disputes, the two countries have had a long-running enmity that dates back to well before the atrocities of World War II. All things considered, then, it shouldn't be a shock that half of Chinese car buyers wouldn't consider a Japanese car. This survey, conducted by Bernstein Research, found that 51 percent of 40,000 Chinese consumers wouldn't even consider a Japanese car – which, again, isn't really surprising, when you consider stories like this. According to Bernstein, the most troubling thing is the location of these sentiments – smaller, growing cities where the population is going to need sets of wheels. We imagine it wouldn't be as big of an issue in traffic-clogged Shanghai or Beijing, but these small cities are going to become a major focus for automakers. "Nationalistic feelings are an impediment. [Japanese] premium brands will struggle," analyst Max Warburton wrote in a research note, according to The Wall Street Journal. Things will improve for Japanese makes, although China will remain a challenge, with Warburton writing, "the one thing that comes out most clearly is that most Chinese really want a German car. While we expect Japanese brands to continue to recover market share this year, ultimately the market will belong to the Germans." There are a few other insights from the study. According to WSJ, Japanese brands are viewed better than Korean brands, and they're seen as more comfortable than the offerings from Germany or the US, despite the fact that everyone in China apparently wants a German car. This is a tough position for the Japanese makes to be in, as there's really not a lot they can do to win favor with Chinese buyers. It will be interesting to see how this plays out, particularly as the importance of the PRC continues to increase year after year. News Source: The Wall Street Journal - sub. req.Image Credit: Kazuhiro Nogi / AFP / Getty Images Honda Mazda Nissan Toyota Car Buying

Mazda hopes to return to Le Mans

Mazda has been away from the winner's circle at Le Mans for some time now. But it could be preparing a return to the forefront at the famous French endurance race in the near future. That is, at least, if the racing enthusiasts within its ranks get their way. "I know that the expectation for us to return to Le Mans is high. I can imagine a day when Mazda returns," Nobuhiro Yamamoto told Top Gear at the Goodwood Festival of Speed this past weekend. "I hope - as with many other Mazda fans - that we go back to Le Mans." His words hardly serve as confirmation of the Zoom-Zoom brand's intentions, but they certainly speak rather loudly to a desire within its ranks. They hardly come out of left field, either. Yamamoto-san is arguably the man best positioned to spearhead such a campaign – or would at least be best informed if such a campaign were underway. He's currently the program manager for the MX-5, and decades ago was the racing engineer behind the 787B. That Group C prototype racer represented Mazda's last major effort at taking top honors at Le Mans, and take them it did when it won the race outright in 1991. The Japanese automaker was out in force this past weekend at Goodwood, the event's central sculpture honoring Mazda's racing history, and its presence only fueling rumors that it could be preparing a renewed assault on endurance racing – potentially once again under rotary power. The 787B, motorsport history buffs will tell you, represented the first and last time to date that a Japanese manufacturer won the 24 Hours of Le Mans. Although Toyota has been competing with Audi and Porsche at the front of the field with the TS040 Hybrid, it has yet to win the key race, despite having taken the FIA World Endurance Championship last year. "Everyone at Mazda would love to see the only Japanese company to ever win the 24 Hours of Le Mans return to the famed twice-around-the-clock classic," a spokesman for Mazda's North American motorsports department told Autoblog by correspondence. "Whether that'll actually happen isn't something we can discuss at this time, but, given our historical and current involvement in motorsports, our interest in the event should be no surprise to anyone. We agree with Yamamoto-san when he says he hopes it happens." So while Mazda may not be ready to confirm the prospect of its return to Le Mans, it certainly isn't ruling it out, either.